NEW YORK: Women 2.0, a social network for future founders of technology start-ups, recently hired Makovsky & Company as AOR. Makovsky was chosen after the company spoke with a number of potential agencies throughout the past six to eight months.
Makovsky will be tasked primarily with developing brand awareness for Women 2.0 and founder labs, the company's five-week pre-incubator session designed to help aspiring founders through the first phase of launching a start-up in the mobile technology space.
“Women 2.0 is all about really creating an environment to nurture the entrepreneurial spirit and skills necessary to create new technology ventures,” said Matt Wolfrom, EVP at Makovsky.
Shaherose Charania, CEO and co-founder of Women 2.0, said the company selected Makovsky because of the agency's presence in New York and its strong understanding of technology, innovation, and start-up culture. With an established presence in the Silicon Valley, Women 2.0 recently began efforts to develop a stronger presence in other regions.
“Our brand is very strong out here but adds value to other parts of the world,” Charania said. “We don't have the reach everywhere.”
One tactic for expanding that brand message outside of the Bay Area has been through holding founder labs in New York this month.
Additionally, Makovsky will work to increase brand awareness for the company by focusing on further developing the brand's story and developing thought leadership, events, and social learning opportunities. The agency will eventually work to mainstream the company's message beyond the tech community as well.
The budget and length of the account were not disclosed.